運動休閒產業服務品質之研究

A Study on the Service Quality of Sport and Recreation Industry

盧美麗(Mei-Li Lu) ； 蔡輝炯(Huei-Jeong Tsai) ； 蔡文宬(Wen-Chen Tsai) ； 蔡文晉(Wen-Ching Tsai)

《勤益人文社會學刊》 1期 (2010/06) Pp. 171-196

https://doi.org/10.6470/CIIJWSHHK.201006.0171

摘要

本研究以大功圓保齡球館為調查範圍，主要探討運動休閒產業服務品質、顧客滿意度與忠誠度之關係，採取立意抽樣方式進行問卷調查，主要探討對象為大功圓保齡球館的顧客。本研究共發放問卷60份，有效問卷為50份，有效回收率為90%。本研究採用描述性統計分析、因素分析、信效度分析、單因子變異數分析進行整理與分析。研究結果顯示：
一、大功圓保齡球館消費者對於服務後的感受及滿意度因素依其重要程度高低分別為服務態度與環境最重要，其次為服務及名聲，最後為形象與價格。
二、大功圓會員、學生卡會員與非會員，這三者會因服務態度與環境之注重程度而有顯著不同，大功圓會員對於服務態度與環境的注重度較高，因此業者可針對大功圓會員採取較高規格的服務態度並提供更舒適的環境服務顧客。
三、在保齡球館消費者中，以21至35歲男性消費者佔的比例較高，且以學生居多，打球的頻率以一週一次佔82%，並以1-4局為多數。
四、大部份人口統計變數與運動休閒產業服務品質、顧客滿意度與忠誠度有顯著關係，且運動休閒產業服務品質重視度與顧客滿意度有顯著差距。此外，有形性、可靠性與保證性等三個層面可以代表運動休閒產業服務品質滿意度之內涵，運動休閒產業服務品質滿意度及整體顧客滿意度皆會顯著影響顧客忠誠度。因之，期望本研究能有效提昇運動休閒產業（大功圓事業股份有限公司）之市場競爭力。

關鍵字

運動休閒產業 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The study is to take the customers of Da Gong Yuan Bowling as targets to discuss the relationship among service quality, customer satisfaction, and customer loyalty of sport and recreation industry. We sent out 60 questionnaires in total and returned 50 usable ones; the response rate is 90%. We use descriptive statistics, factor analysis, reliability analysis, validity analysis and one way ANOVA for data analysis. The results are described as follows:
1. The factors that affect the service satisfaction of consumers of Da Gong Yuan Bowling are ranked in the order of importance, the first are attitude and environment; the second are service and popularity, and the last are image and price.
2. There are significant differences between attitude and environment among the members, student members and non-members. The members have higher esteem for attitude and environment; therefore, the company could take better service and offer more comfortable surroundings for them.
3. There are a large percentage of male consumers aged 21-35 and most of them are students. 82% of them play bowling once a week and the numbers are mostly 1-4 games.
4. The results showed that there is significant difference among demographic variables, service quality of this industry, consumer satisfaction and loyalty. Besides, the three levels including tangibles, reliability and assurance could are representatives of essentials for satisfaction of service quality.
The satisfaction of service quality and whole consumer satisfaction would affect the consumer loyalty remarkably. As a result, Hope that the results of this study could advance the market competitiveness of sport and recreation industry () effectively.

並列關鍵字

Sport and recreation industry ； Service quality ； Customer satisfaction ； Customer loyalty